The purpose of the landing page is to convert visitors into leads to become future customers, which is why knowing how to create a successful landing page is so important . This type of page is also known as a conversion or landing page and is widely used in digital marketing campaigns, as it has a high conversion rate.
What is a landing page?
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It is a page that focuses on converting a visitor into a lead. Each element that appears on the page has the sole purpose of getting the visitor to perform an action . Whether it's downloading an e-book, signing up for a course, subscribing to a newsletter, or any other kind of offer.
These offers are known as “lead magnets” and are intended to attract the visitor to exchange their information for what is being offered. The landing page plays a key role in digital marketing, as it makes it possible to get in direct contact with potential people interested in your products and services.
The main feature of the landing page is to have few elements and links, when purchased from an institutional page of a website. That's because, it's important to focus only on the landing page's central purpose, which is to convert .
So what's the secret to creating a successful landing page? Don't worry, we're going to answer that question now. But first it is essential that you know what are the essential elements to compose the landing page.
What are the essential elements to create a landing page?
Creating a landing page can be quick, as there are several tools on the market today that help in this process. Ideally, you should create a landing page that is objective and fully focused on the offer, demonstrating the benefits and features. One of the secrets of the landing page, far beyond a beautiful design, is persuasive content. The so-called “copy” should unite aspects of your persona’s pains, desires and needs.
So, now let's get to know the essential elements to create a successful landing page.
Title and subtitle
The vast majority of people who land on a page end up reading more carefully just the header and the first few paragraphs. Few people continue reading until the end of the page, that is, we can consider that the title and subtitle are the main elements of your landing page.
That's why it's essential that both of you clearly convey how valuable your offer is. Use colors that stand out from the rest of the text, the font should be larger, and the text can be bold. Your headline needs to be irresistible, it needs to make the visitor keep reading for the conversion to happen.
Images
It is a fact, an image can speak much more than a text. That’s why choosing an impactful image for your landing page is essential. But it is important that this image reflects the value of your offer and that it encourages the visitor to leave their data.
No generic images, that will only get in the way. If possible, use a unique image, hire a photographer or editor to create a unique image for your project.
Offer
After thinking of a good headline and an impactful image, you need to think about the description of your offer. Try to describe your offer clearly and objectively. Try to eliminate as many doubts as your visitor may have and pay attention to these details:
- Make a list, they help a lot to make the subject well defined and objective;
- Use short sentences;
- Choose about 3 to 5 important points of your campaign and focus on them;
- Anything relevant use bold to highlight;
- Focus on benefits, not functionality;
- If necessary, use videos or even a preview of the offer.
Form
Here in the form it is essential to focus on the extremely relevant information for your digital marketing campaign. The more information requested, the “bigger” the offer should be. Therefore, ask for the information that is really adequate with what is being offered. And don't forget that you can request more data from your lead as they advance in the funnel and give more indications that they are really interested in buying your product or hiring your service.
Know your persona before creating the landing page. See our full post here:
What is a persona!?
How to increase your landing page conversion rate
In addition to what we have said so far, there are other elements that help increase the conversion rate. Are they:
Social proof
People tend to trust a product that has already worked for someone else. The recommendation increases confidence in purchasing a product. So, if you have reports from other people who have already purchased your product, use it on the page.
Sense of urgency
This is a widely used strategy in marketing, setting a time for the person to purchase your offer helps the undecided to act faster.
Indicate the way
Put arrows, use colors, direct your visitor's gaze to the form. Use the wrapping technique, where you make the form stand out from the page.
CTA
The Call to Action is a key element of the strategy. Make a simple call-to-action related to your offer and insert it in the button.
Use all the space
Balance white spaces with information, everything needs to be balanced, try to create units for your content to organize.
Think about the composition
Try to use fonts and colors that are related to your business, use your visual identity to compose your landing page.
Responsive design
This is an essential point for your page, it needs to be viewed on all devices without any problem. So, before putting your page to capture leads, test it on multiple devices to make sure everything is ok.
Use anchors
Anchors are on the top menu, but instead of directing your visitor to another page, it directs them to your landing page sessions, making navigation easier.
Also, think about loading time, own domain, SSL certificate and A/B testing.
By following these recommendations, you will build a successful landing page for your offer. But remember that all this must be connected to a larger and structured project, for lead nurturing and sales generation.
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